The Internet has now become an official advertising medium. It is so commonplace on web that virtually every page has an ad of some sort. Unfortunately, ubiquity does not translate to acceptance, as some ads do affect and annoy people.
While it is a good way to earn some extra cash while running a website, you should know beforehand which advertisements work and which do not. Sometimes, some advertising tricks can undermine both advertiser and your site’s credibility and reputation, and instead of drawing more visitors, drive them away.
Based on a few logical guidelines, your advertisements should, as best as possible, avoid these following attributes:
- Loads slowly
- Blinks on and off excessively
- Tries to trick you into clicking on it
- Occupies most of page
- Moves content around
- Pops-up in front of your window
- Floats across screen
- Does not have a “Close” button
- Covers what you are trying to see
- Automatically plays sound
This is especially true for pop-ups since people have started to defend themselves against pop-ups by using pop-up or ad-blocking software.
Not many ads are actively loved by users, but some advertising techniques do have a positive impact on user experience. Users were particularly pleased with ads that clearly:
- Indicated what will happen if people click on them,
- Related to what people are doing online,
- Identifed themselves as advertisements,
- Presented information about what they are advertising, and
- Provided additional information without having to leave page.
These design elements are tightly connected to traditional Web usability guidelines: make users’ options clear, speak plainly, and provide information users want.